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The Oaklandside

The Oaklandside is a non-profit, community-centered digital news organization dedicated to providing Oakland residents with high-quality, in-depth local journalism. Their mission emphasizes investigative reporting, amplifying marginalized voices, and holding institutions accountable. The Oaklandside generates revenue through reader memberships and philanthropic donations, ensuring their content remains freely accessible to all.

Company : The Oaklandside

Industry : News MediaLocal JournalismDigital Publishing

Major Markets

United States flagUnited States
Canada flagCanada
United Kingdom flagUnited Kingdom

Key Competitors

Berkeleyside
SFGATE
East Bay Times

The Oaklandside Key Value propositions

Community-Focused
Investigative Journalism
Local News
Amplifying Marginalized Voices

The Oaklandside SWOT Analysis

Strengths

Strong community engagement and trustFocus on in-depth, investigative reportingNon-profit model ensures editorial independence

Weaknesses

Limited geographic reach outside of OaklandDependence on reader revenue and donationsPotential difficulty in attracting and retaining talent due to non-profit status

Opportunities

Expand partnerships with local organizationsDevelop innovative digital storytelling formatsIncrease national recognition for high-quality reporting

Threats

Competition from larger news outlets and social mediaDeclining trust in media and potential spread of misinformationEconomic downturn impacting reader revenue and donations

Top Marketing Strategies for The Oaklandside

Personalized User Onboarding

This strategy will focus on providing new readers with a customized experience tailored to their interests and needs, ensuring they find the most relevant content and understand The Oaklandside's value proposition. This personalized approach will increase reader engagement and retention.

Content-Specific Call-to-Action Optimization

The Oaklandside will create targeted calls to action within its content, encouraging readers to subscribe, donate, or get involved in the community. By tailoring these calls to action to the specific content, they will increase conversion rates and encourage a deeper connection with the audience.

Leveraged Reciprocity

This strategy involves offering valuable content, such as in-depth investigations or community-focused features, in exchange for reader engagement, such as subscriptions, donations, or participation in community forums. This approach builds trust and fosters a sense of community among readers, leading to increased support for The Oaklandside.

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The Oaklandside User Persona

The Oaklandside Geographic and Demographic Insights

Geographic Insights: The Oaklandside's target market is overwhelmingly concentrated in the United States, with a very small percentage coming from Canada, the United Kingdom, Australia, and Germany.

Top Countries

  • United States flag

    United States

    99%

  • Canada flag

    Canada

    0.5%

  • United Kingdom flag

    United Kingdom

    0.2%

  • Australia flag

    Australia

    0.1%

  • Germany flag

    Germany

    0.1%

Demographic Insights: The Oaklandside's target audience is primarily composed of individuals aged 25-44, with a slight skew towards women.

Age Distribution

Gender Distribution

The Oaklandside Socio-economic Profile

Household and Income Insights: The target audience typically comprises individuals or couples in households of 1-4 people, with a majority falling within the middle-income bracket.

Educational and Employment Insights: The majority of the target users are employed full-time and have some level of college or university education.

Households Size

Income Distribution

Education Level

Employment Status

The Oaklandside Behavioral Insights

Interest-Based Insights: Users are interested in local events, community issues, social justice, food, arts and culture, urban planning, and local politics in Oakland.

Technology and Social Media Usage: Users are active on various social media platforms, primarily YouTube, Instagram, and Facebook, and use a mix of desktop, Android, and iOS devices.

Interests

Local eventsCommunity issuesSocial justiceFood and diningArts and cultureUrban planningLocal politics

Device Breakdown

Social Media Usage

The Oaklandside Top Competitors

Competitor
Estimated market share
Top domains
Berkeleyside20%Local News, Community Journalism, East Bay
SFGATE40%San Francisco Bay Area News, Digital Media, Breaking News
East Bay Times30%East Bay News, Print Media, Local Events

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